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Teens prefer fashion athletic apparel: Piper Jaffrey
Oct '16
Fashion athletic apparel is on the rise among upper-income teens as the sector achieved a share of 35 per cent, with Nike, Adidas and Under Armour leading the pack, says a recent survey. Denim brands take up 19 per cent of the aggregated mindshare and continue to be a top trend among upper-income females for the second consecutive survey.

Nike was the most preferred company in clothing and footwear, gathering 29 per cent and 51 per cent votes, respectively. American Eagle Outfitters and Forever 21 took up second and third position in the clothing category with 9 per cent and 5 per cent teen votes, respectively.

The 32nd semi-annual Taking Stock with Teens research survey was conducted by Piper Jaffray Companies, a US based investment bank and asset management firm. This survey comprised of gathering input from approximately 10,000 teens with an average age of 16 years.

Teen spending patterns, fashion trends, and brand and media preferences were assessed through surveying a geographically diverse subset of high schools across the US.

While overall teen spending is down compared to spring 2015, the percentage of amount spent on key fashion categories like clothing, accessories, and footwear, is up to 38 per cent versus 36 per cent a year ago among upper-income teens, according to the survey.

“While total spending among the teen demographic appears to be down slightly versus last year, we are encouraged that the upper-income teenagers in our survey are indicating more optimism and positive spending trends. This increase in spending among upper-income teens seems to be largely broad-based across fashion and beauty,” said Neely Tamminga, senior research analyst, Piper Jaffray.

Since the project began in 2001, Piper Jaffray has surveyed more than 140,000 teens and collected over 37 million data points on teen spending in various sectors including fashion, beauty and personal care. (KD)

Fibre2Fashion News Desk – India

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